Member Article

Adverts as big as the Shard could soon be coming to London thanks to this advertising startup

A new out-of-home advertising startup could soon be bringing 200m tall adverts to the world’s cities after launching its new technology which combines light scanners and augmented reality to project massive images into the viewer’s eyes.

London-based Lightvert Ltd has developed its patented ECHO technology, which utilises high-speed light scanners to project images off reflective strips placed up the side of skyscrapers and other towering structures.

Thanks to an optical phenomenon known as the ‘persistence of vision’ effect, the image is briefly captured in a viewer’s eye creating massive, large-scale images that can help advertisers unlock previously inaccessible urban spaces.

Daniel Siden, Chief Executive Officer of Lightvert, explained: “Using the persistence of vision effect, ECHO hardware has virtually no physical footprint.

“It introduces new audience behaviour and is a powerful opportunity for advertisers and property owners, which could dramatically change the game in terms of capital costs and planning permissions for premium outdoor media.”

The company has already received £250k funding from Innovate UK and recently launched a £670k crowdfunding drive on Crowdcube ahead of the closure of its seed funding round this year, funding which the firm hopes will help to finalise development and bring it to market.

Commenting on the potential of the tech, Simon Dicketts, Executive Creative Director of M&C Saatchi added: “This is exciting; technology that frees up the mind to new creative possibilities has to be a good thing.”